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疫情改变消费者行为,人工智能也不灵了

疫情改变消费者行为,人工智能也不灵了

Aaron Pressman 2020年09月28日
由于相关软件从未针对疫情造成的消费行为巨变进行训练、无法适应新环境,人工智能系统也不得不进行大幅调整。

过去几年,许多以消费者为中心的企业已经开始使用人工智能来帮助自己提升销售业绩,而使用这一技术向消费者推荐的产品最终售出的概率也相对较高。

但随着新冠疫情的爆发,由于相关软件从未针对疫情造成的消费行为巨变进行训练、无法适应新环境,人工智能系统也不得不进行大幅调整。

9月23日,在《财富》杂志组织的一次有关人工智能技术的在线讨论中,埃森哲负责应用型智能事务的常务董事蓝冠(音译)说:“人工智能实际上是一种有生命的引擎。”

人工智能表现的优劣取决于数据的质量,因此在实际应用中也会遇到许多困难,许多使用此种技术的企业现在就碰到了一些问题。

服装零售商StitchFix的数据科学总监塔齐亚纳•马斯卡莱维奇称,疫情期间,许多客户被迫居家办公,客户偏好也因此出现了巨大变化,比如上季度瑜伽裤、紧身衣和打底裤等运动休闲产品的销量便飙升了350%。

StitchFix原本是借助人工智能向数千名设计师推荐服饰,再由造型师决定将哪些产品推荐给消费者,但疫情导致消费者的需求发生很大变化,而算法又没有及时更新,造型师不得不提升自己预测消费者衣着偏好的能力。

马斯卡莱维奇在《财富》杂志的活动中解释说:“是员工的努力和良好的客户关系让我们得以(在疫情期间)很好地满足了顾客的需求。”

社交媒体公司Facebook负责人工智能研究事务的联合常务董事、麦吉尔大学的计算机科学教授乔尔•皮诺表示,疫情期间,陌生术语的突然出现也给负责翻译贴文的人工智能系统造成了冲击。

皮诺说:“与新冠疫情相关的表达对许多人来说都是新鲜事物。机器翻译系统以前没有录入过相关术语,要想快速适应新环境,我们就必须扩展人工智能系统的能力边界。”(财富中文网)

译者:梁宇

审校:夏林

过去几年,许多以消费者为中心的企业已经开始使用人工智能来帮助自己提升销售业绩,而使用这一技术向消费者推荐的产品最终售出的概率也相对较高。

但随着新冠疫情的爆发,由于相关软件从未针对疫情造成的消费行为巨变进行训练、无法适应新环境,人工智能系统也不得不进行大幅调整。

9月23日,在《财富》杂志组织的一次有关人工智能技术的在线讨论中,埃森哲负责应用型智能事务的常务董事蓝冠(音译)说:“人工智能实际上是一种有生命的引擎。”

人工智能表现的优劣取决于数据的质量,因此在实际应用中也会遇到许多困难,许多使用此种技术的企业现在就碰到了一些问题。

服装零售商StitchFix的数据科学总监塔齐亚纳•马斯卡莱维奇称,疫情期间,许多客户被迫居家办公,客户偏好也因此出现了巨大变化,比如上季度瑜伽裤、紧身衣和打底裤等运动休闲产品的销量便飙升了350%。

StitchFix原本是借助人工智能向数千名设计师推荐服饰,再由造型师决定将哪些产品推荐给消费者,但疫情导致消费者的需求发生很大变化,而算法又没有及时更新,造型师不得不提升自己预测消费者衣着偏好的能力。

马斯卡莱维奇在《财富》杂志的活动中解释说:“是员工的努力和良好的客户关系让我们得以(在疫情期间)很好地满足了顾客的需求。”

社交媒体公司Facebook负责人工智能研究事务的联合常务董事、麦吉尔大学的计算机科学教授乔尔•皮诺表示,疫情期间,陌生术语的突然出现也给负责翻译贴文的人工智能系统造成了冲击。

皮诺说:“与新冠疫情相关的表达对许多人来说都是新鲜事物。机器翻译系统以前没有录入过相关术语,要想快速适应新环境,我们就必须扩展人工智能系统的能力边界。”(财富中文网)

译者:梁宇

审校:夏林

During the past few years, many consumer-focused businesses have used artificial intelligence to help increase sales. The technology, for example, can more successfully suggest products that online shoppers end up buying.

But once the COVID-19 pandemic hit, A.I. systems had to be overhauled. The software, it turns out, had never been trained with data reflecting a drastic upheaval in consumer behavior caused by the virus and therefore couldn't adjust to the new reality.

"A.I. is actually a living and breathing engine," Lan Guan, managing director of applied intelligence at Accenture, said on September 23 during an online discussion about A.I. organized by Fortune.

Many companies using A.I. these days are learning the hard way. It's just one of the wrinkles of using a technology that is only as good as the data fed into it.

Clothing retailer StitchFix saw huge shifts in the preferences of its customers, many of whom were forced to work from home during the pandemic, said Tatsiana Maskalevich, the company's director of data science. In just one example of that shift last quarter: Sales of athleisure like yoga pants, tights, and leggings surged 350%.

At StitchFix, A.I. helps recommend clothing to thousands of human stylists who ultimately decide which items to send to customers. The dramatic shift in what shoppers wanted due to the pandemic meant that those stylists had to better anticipate customers' taste in clothing because the algorithms were out of the loop.

"Having humans there and having that personal connection helped us to really bring our clients along," Maskalevich explained during Fortune's event.

At Facebook, A.I. systems that translate posts into different languages were suddenly hit by unfamiliar terminology during the pandemic, Joelle Pineau, co-managing director of A.I. research at the social media company and a computer science professor at McGill University, said.

"The language of COVID is a new language for many of us," Pineau said. "A machine-translation system did not have these terms before, so we really had to stretch what our A.I. systems were able to do to adapt very quickly to this new realty."

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